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Background

British American Tobacco Bangladesh, a market leader in the country, is a subsidiary of


British American Tobacco plc, one of the largest cigarette manufacturers in the world.
BATB is also one of Bangladesh's biggest taxpayers. Operating in Bangladesh since
pre-independence, the company headquarters and cigarette factory are based in
Dhaka, with a tobacco leaf processing operation in Kushtia. The company employs
more than 1300 people and provides indirect employment to a further 24,500 farmers,
distributors and suppliers.
The extensive range of brands of cigarettes produced by the company include Benson &
Hedges (Lights and Regular), and John Player Gold Leaf (Lights and Regular)
complementing the national Star, Scissors and Capstan families of brands. Newly
introduced Pallmall is an international brand of BATB, launched first in Bangladesh
before anywhere else.
The company strongly believes that tobacco should never be marketed to youth; it should
only be marketed to adult smokers, in an appropriate way that takes account of the
risks posed to health. BATBs marketing is not designed to 'sell smoking'; the
marketing is about their brands, retaining the brand loyalty of their customers, and
winning them over from competing brands. BATB consider smoking to be an adult
choice, and their efforts do not imply that these people keep smoking, which is why
their every pack manufactured features a health warning.
After the enactment of the Tobacco Control Law from March 2005, advertising and
promoting BATB products has become quite challenging, as the law banned all forms of
tobacco advertising except at point of sale, most public places smoke-free, and feature
stronger, clearer warnings on cigarette packs. As a responsible market leader in a
controversial industry BAT Bangladesh has proactively introduced a Code of Conduct
regarding the marketing of tobacco products. Of the major changes in its marketing
strategies, direct mail advertising and point of sale promotions have replaced the use of mass
and print media. Such changes may or may not have affected cigarette consumption of
smokers.

Problem Definition
Whether the post-ban advertising and promotional tactics of Benson and Hedges have been as
equally effective as the pre-ban marketing approaches, needs to be determined to know if its
target audience is being served and informed well. Also, if the changes have caused further
segmentation of the target population into categories of who needs to be marketed to first, is
another fundamental area our study needs to focus on.

Objective
Pragmatic considerations, consumer survey, analysis of secondary data and observed market
trends have helped us accumulate information required to reach the objectives of the research,
which are:
a) Identifying currently implemented marketing strategies and its comparison with
pre-ban marketing approaches
b) Measuring coverage of target population through the new means of advertisement
and promotions, compared to that before the ban
c) Identifying changes in customers and consumers attitude towards the new
marketing approaches and its standards
d) Identifying changes in sales pattern and price changes of BATB products after
implementation of ban.

Research Hypothesis
Hypothesis 1: The post-ban advertising and promotional strategies is targeted towards the
university students and young executives segment of BATBs target
audience.
Hypothesis 2: Reformed advertising and promotional strategies have increased marketing
costs, leading to the rise in price of Benson and Hedges products.

Research Design
Descriptive research has been the research design we decided on to give our study a structure.
Surveys of consumers, interviews of BATB professionals and retailers, market characteristics
and observational data are among the major tools that will be used in gathering information
relevant to our research.
Initially, when we had to prepare a questionnaire for surveying consumers, we mainly relied
on secondary data collected from information on BATBs website and also used search
engines to find out the consequences of the ban. Market characteristics are the predictions
that we have made from studying the environment, which accounts for the observational data
used in the process. However, most of our research has been based on primary data collected
from interviews and survey. Questionnaire for consumers has been prepared to find out the
reactions of consumers to the change in marketing strategies of BATB. In order to get proper
and unbiased result we concentrated on the hypothesis and developed the questionnaire
accordingly. While doing so, we put more emphasis on the effect of the ban as it could be the
primary reason for sales decline of BATB. So, in one side we prepared questions that help to
measure how BATB survive even though the ban had taken place and on the other hand we
can get to know the reaction towards probable solutions. Another important question asked
was whether the ban had any impact on consumers purchase decision or not. On the whole
we also formulated our questionnaire in such a way that would help us to understand
customers views.
The reasons why we picked questionnaire as our research tool for survey method are as
follows:

Convenience: We have set questions as simply as possible to help us generate data as


quickly as possible.

Time efficiency: Filling up questionnaires can also be a time consuming process, so


our questions were designed as such to take minimum time yet cover necessary areas
of our research interest.

Cost efficiency: We found that this method was relatively cheaper as we only needed
to print a copy and then make photocopies of it and then distribute them to the
respondents.

Data analysis:
After the questionnaires had been filled up, we coded each of the questions along with the
variables with SPSS. Here we entered all our responses to make a database. This SPSS
database then became the source of further analysis. With the help of the data sheets we
analyzed them using various methods like frequency and cross tabulation.

Coding: Each question was being coded to a computer readable form for use in SPSS.
Then the data were entered from the questionnaires. This was time consuming and
required much skill.

Data entry: After entering all the responses from each question, the data entering part
was done. Then we proceeded forward for the final task, which was analysis.

Data Analysis: By using SPSS, we inserted the formula, and then the software
automatically provided results.

Data conversion: All the SPSS result sheets had to be converted into managerially
understandable form. We converted them to word documents, made tables, an
interpreted the results in words.

Another of our survey methods has been a telephone interview with a BATB intern, whose
responses cannot be doubted, as it was company facts and figures that he was mainly
questioned on. It was a depth interview, with questions modified as per the respondents
every answer. It has been difficult to obtain the data as he tried to keep records as confidential
as possible.
Another source of primary data has been the interview with retailers. We decided to go for
depth interview with retailers to know about their views and knowledge on BATBs
marketing efforts especially after the tobacco control law has been imposed. We basically
talked about six issues with the five retailers. We tried to use laddering and hidden issue
questioning to make our efforts successful. We talked to each retailer for more than 20
minutes.

Limitations
It is quite natural that in the process of preparing a research paper, we all have to undergo
certain difficulties. As a research paper is quite impossible without the assistance of others
and are bounded by a time frame, we had to overcome many obstacles frequently in preparing
it. The main problem was the selection of variables. We included two variables in the
beginning, the post-ban advertising strategy, and the reformed advertising strategy to be
precise. Here the ban was the primary focus, while advertising in the mass media was the
auxiliary focus. Later, as we proceeded with the research we found out that advertisement had
little influence, so we excluded the advertisement part as much as possible from the variable
considerations. We can measure peoples reaction and awareness of the brand and its price
change, but it is too difficult to find the exact effect of the ban because the other variable
brand image was another cause.
Few other potential limitations that caused us some suffering when preparing the research
paper, are:

Design of the Questionnaire:


Questions could have been more accurately designed to meet our need for relevant
information. This could have in return helped process data analysis much faster.

Information biasness:
Most of the respondents were not attentive when filling up the questionnaire, we
could tell by their attitude. Another important thing to mention here is that all the
respondents were male. It was difficult to find out female smokers from the private
universities where we conducted the survey.

Time Constraints:
It is a marketing research to be conducted in a broader scale and so it obviously
requires more time than the typical reports that we have to prepare for most of our
other courses. But as we had to maintain our regular class schedules and prepare for
other exams and projects, we felt the need for more time in hand when conducting the

research. Group coordination has been a problem at this point of the semester
especially because of lack of time. So uniting everyone to work together has been a
big problem. Again without group unity, the effectiveness of report writing is
reasonably unlikely.

Sample Size
This type of research requires a vast sample size, but in short scale research we could
not take a vast sample. 100 people were decided as our sample size using no sampling
techniques, especially because our population has remained to be unknown. The
population of smokers in the country is huge enough for us, with such limited
authority to gain insight into. Thus, interpretations of survey results may not
necessarily stand true for the entire population.

Interview Findings
Interview with BATB official
Bangladeshs tobacco consumption belongs 80% of bidi, and the rest 20% of cigarettes. Of
this 20%, BATB owns 51% of the cigarette market. This majority share is huge enough for
them to be able to pay the highest amount of tax to the government; in 2005, BATB paid
Tk.1859 crore only as government tax.
BATBs pre-ban marketing activities included:

Electronic media advertisements, such as in TV and radio,

Print media advertisements, such as in newspapers and local magazines,

Event sponsorships, such as Ampfest concerts,

Contests, such as Start Search,

Outlet based marketing, such as branding stores like that of Shawarma House, and

Outdoor advertisements, such as on billboards.

Outlet based marketing is further broken down into a) point of sales, b) communication
through decoration of location, and c) consumers touch point.
Post-ban advertising and promotional tactics include:

Outlet based marketing,

Print advertisements, such as stickers and danglers, and

Direct mail advertising.

For outlet based marketing, tow popular approaches of BATB to promote their brands are
facia and facing. Facia is done when BATB decides to brand a store. Branding a store here
means the theme of decoration of the store to be based on a BATB brand. Such as American
Burger and Shwarma House, they are branded by BATBs Benson and Hedges.
Now, facia is done with mainly three brands, which are Benson and Hedges, Star, and John
Players Gold Leaf. Again, which store is going to be branded with which brand requires
demographic study of the location where the store exists and also, the areas most consumed
brand. Such as Shawarma House in Dhanmondi is branded by Gold Leaf, whereas Benson
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and Hedges brand the stores Banani branch. Shops around mills and construction sites are
usually branded Star. When facia is done, BATB decides on the theme of the decoration of
the shop, starting from the furniture to the color of the walls and sitting arrangements. This
promotional activity did exist before the ban, but now it is more emphasized on.
The second activity of outlet based marketing is facing. With facing, a cabinet filled with any
of BATBs brands empty packs are placed in front, where a consumer walks in and cannot
avoid but see the cabinet. This implies that the shop sells BATB products. Now, the number
of boxes and the brand the cabinet will display depends on the sales of cigarette in that store
of the most popular brand in that area. BATBs contract merchandisers (CM) consistently
check the look of the cabinet and the empty packs. If the packs have become dirty and old,
CMs either clean them or just replace them. CMs are also in charge of placing stickers,
posters, danglers and buntings where directed, however none can be placed outdoors.
Relationship with retailers has definitely become important to maintain after the ban has been
imposed, since it is only at point of sales that advertising and promotions can be done.
Retailers are often provided branded souvenirs such as notepads, key rings, lighters or pens,
and so on. For instance, when Benson and Hedges slim 7 pack was launched, retailers were
given Zippo lighters, cigarette cases, and many more such exclusive gifts in motivation to sell
the new improved product well.
The communication activity of outlet-based marketing is when brand promoters of BATB
(BP) are responsible for informing consumers about changes in products or modifications
made. When Pallmall was recently launched in the country, BPs were provided with
walkmans that played a jingle on the Pallmalls launch and the product features. BPs stayed
close to an outlet that sole BATB products, to recognize a consumer they could speak to. BPs
then takes permission of the consumer if they can play the jingle. If the consumer agrees,
he/she is then requested to fill up a form where the consumers name, age, address, profession
and preferred brands, need to be written down. Now, this information then helps BATB create
a database of consumers they can track down through address and by the brand they smoke
the most. Any changes or developments in product and new launches are then informed by
mail, again permission for which was taken for when they had signed up the personal details
form.

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For Bangladesh, BATBs most lucrative customers are adult smokers under the age 30 years,
in short called ASU30. Marketing efforts are emphasized most on individuals from 18-30
years. This is because smokers in this age group are still tempted or likely to switch brands or
try other tobacco products. Thus, for them to become BATB brand loyal is the companys
goal. They have always been the center of attention of study when designing marketing
strategies. The new strategies are being able to cover the target population, as there is no such
decrease in reach.
BATBs marketing efforts have remained the same even after the ban has been imposed. This
was because the company has business planning done 10-15 years ahead of time, of which
budgets have been allocated to each area of expenditure. Until major changes cause strategies
to be reconsidered, the budgets are recommended not to significantly vary from what has
been planned. Also because it was unnecessary to spend more on marketing efforts, as the
target population is fully served with post-band advertising and promotional activities, and
smokers have hardly shown any change in their consumption pattern due to the ban.
However, because BATBs other brands other than Benson and Hedges are so cheap,
compared to the price charge in other countries, that the low profit margin incurred in these
non-premium brands is made up for a slightly increased profit margin retained from Benson
and Hedges. This does not necessarily decrease the sales of Benson and Hedges significantly
because its customers cannot easily find an alternate to this premium brand.
Over the past two years, street cabinets have increased by a huge number, so much so that
BATB has had to expand its distribution system to be bale to reach retailer. This has increased
distribution costs significantly, which may have been one of the reasons to Benson and
Hedges last rise in price.

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BATBs premium brand is Benson and Hedges, and apparently it sells most in Dhaka. The
average monthly sales in units for the highest selling are in Dhaka, which are in Gulshan,
Banani, and Baridhara are as follows:

Year
2003
2004
2005

B&H (regular)
8.05
6.52
6

B&H (lights)
0.48
0.53
0.72

JP Gold Leaf
9.1
10.21
11.23

Star
9.02
10.61
11.35

Total
28.75
29.32
30.27

* Sales in millions

Summarized Findings:

Outlet based marketing is now the most extensively used promotional strategy.

Marketing efforts are still the same as that before the ban had been imposed, thus
costs have not increased either.

ASU30 approach targets university students mostly and individuals under the age of
30.

Distribution costs may have caused price of Benson and Hedges cigarettes to go up.

Strengthening relationship with retailers has become crucial especially after the ban
ahs been imposed.

Highest selling points happen to be in the Gulshan, Baridhara and Banani areas of the
city.

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Interview with Retailers


As part of the research we decided to go for depth interview with retailers to know about their
feelings, motivations and expressions. We basically talked about six issues with the retailers.
We tried to use laddering and hidden issue questioning to make our efforts successful. We
talked to each retailer for more than 20 minutes. We asked them about their personal lives,
their reason behind this profession. The issues and relevant summarize responses are given
below.
Issue 1. How long you have been selling cigarettes?
In response, all the retailers chose to talk about cigarettes for more than three years. Even two
of them had actually been selling tobacco related products for nearly ten years.
Issue 2. Are you aware about the ban on advertising in mass on tobacco related products?
All the ten retailers we have chosen to talk about are well aware about the fact. All of them
said that BATB distributors have informed them about it.
Issue 3. What is the profit margin of BATB cigarettes?
All of them replied the same. They said that profit margin for Benson and Hedges is Tk.4-8
per pack. Gold leaf and Pallmall Tk.4 per pack. Other brands like Star & Scissors yield
around Tk.2-4 per pack.
Cigarette sales are sufficient enough for most of them to earn a living, and have thus been
two of our interviewed retailers Md. Musa & Mr. Vashani are selling cigarettes for last three
and four years respectively for living.
Issue 4. Do you think after the ban on cigarette advertising has affected sales?
In response, all of them said that it did affect sales much. Instead, they said smoking habit in
gradually increasing among youngsters. They pointed out that most of the youth in the
respective community pass their free time in the tea shops because of lack of entertainment

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activities and zones, so they go for cigarettes and tea because that is relatively the cheapest
thing. Also, the retailers mentioned how new smokers take up smoking for fun.
The retailers said after the tobacco control law, which is aimed to restrict smoking outside
home initially, decreased the sale of cigarettes.
Issue 5. Does BATB pay special attention to you after all the anti-tobacco law had been
imposed?
All the retailers agreed. Street cabinet owners are the most beneficial. From 2005, they
receive supply directly in their shops something they had not thought of ever. Md. Musa said
he used to go to the local distributor to get his supply cigarettes. But now he gets supply
within 10 a.m. of everyday in his shop. Moreover he can lodge any of his complains about the
products to the distributors. He gets and distributes special posters, flyers occasionally. These
small street cabinet owners are provided with umbrellas to provide shade to their shops in the
streets.
The cigarette retailers who have big shops and sell many other items beside tobacco are also
satisfied with BATBs distribution efforts. Mr. Babu,l proprietor of Babul and Sons said once
he even went to complain to the BATB factory at Mohakhali to complain about a faulty pack
of Benson and Hedges and he was cordially welcomed.
Retailers are well informed about activities that need to be carried out to increase sales that
will help both BATB and the retailers. The improved closer relationship between the two,
help achieve successful sales and effective distribution of products.
Issue 6. Do you think the new advertising and promotional efforts are more costly than
before, and does it have an effect on the price of cigarettes?
All the retailers responded by saying they were least bothered BATBs new promotional
costs. They feel BATB need not worry about sales, since consumers tend to switch between
BATB brands only. However, they said that initially after the price hike of Benson & Hedges

14

in 2005, the sales dropped by a significant amount, but within six month bat has regained
sales.
Summarized Findings:
1. Tobacco related products have high market demand.
2. The retailers who sell BATB products are well aware about the laws and regulations.
3. Ban on tobacco advertisement has not caused decrease in sales significantly.
4. Now after the ban, BATB has strengthened its distribution management and point of
sale advertising.
5. BATB now pays special attention towards their retailers, and considers them to be an
important stakeholder.
Interviewed retailers:
Mr. Babul
Babul & sons 17/1 poribagh Dhaka
Mr. Molla
Pogibagh Mazar Dhaka
Mr. Vashani
Hatirul wapda colony, Dhaka.
Md. Musa
Eastern plaza
Mr. Jakir
Lovely departmental store
667/2/3 Bhutergoli Dhaka.

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Data Analysis
Frequency Distribution
Q1. Gender.

Valid

a.
Male

Frequency Percent

Valid
Percent

Cumulative
Percent

50

100.0

100.0

100.0

According to the frequency table, 100% respondents are male.

Q2. I belong to the age group of:

Valid

a. 15-20
b. 20-25
c. 25-30
Total

Freque
ncy
2
44
4
50

Percent
4.0
88.0
8.0
100.0

Valid
Percent
4.0
88.0
8.0
100.0

Cumulative
Percent
4.0
92.0
100.0

According to the frequency table, 4% respondents are in the group of 15-20, 88% are in the
group of 20-25, and 8% are in 25-30. Thus, the majority of the respondents are of 20-25
groups.

Q3. I smoke:

Valid

a. Yes

Frequency
50

Percent
100.0

Valid
Percent
100.0

Cumulative
Percent
100.0

Frequency table shows that the 100% respondents are smoking cigarette.

16

Q4. I smoke

Valid

Missing
Total

a. 3-4 sticks a
day
b. More than
10 sticks a
day
c. More than
a pack each
day
d. I am a
chain smoker
Total
System

Frequency Percent

Valid
Percent

Cumulative
Percent

12.0

12.5

12.5

32

64.0

66.7

79.2

16.0

16.7

95.8

4.0

4.2

100.0

48
2
50

96.0
4.0
100.0

100.0

According to the frequency table 12% respondents are consuming 3-4 sticks a day, 64% more
than 10 sticks a day, 16% more than a pack each day, and only 4% are chain smoker.

Q5. My most preferred cigarette brand is:

Valid

a.Benson
and
Hedges
(Regular)
a. Benson
and
Hedges
(Lights)
b.
Gold
Leaf
d. Pallmall
Total

Frequency Percent

Valid
Percent

Cumulative
Percent

40

80.0

80.0

80.0

8.0

8.0

88.0

8.0

8.0

96.0

2
50

4.0
100.0

4.0
100.0

100.0

According to the frequency table 80% respondents prefer a. Benson and Hedges (Regular),
8% a. Benson and Hedges (light), 8% Gold Leaf and only 4% Pallmall.

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Q6. My average expenditure on cigarettes daily is:

Valid

a. Less than
Tk. 10
b. Tk. 10tk.30
c. Tk. 50Tk.100
d. Tk.100
and above
Total

Frequency

Valid
Percent Percent

Cumulative
Percent

8.0

8.0

8.0

20

40.0

40.0

48.0

24

48.0

48.0

96.0

4.0

4.0

100.0

50

100.0

100.0

According to the frequency table, the daily expenditure of 8% respondents on cigarette is less
than tk 10, 40% spend tk 10- tk 30, 48% spend tk50-tk100, and only 4% spend more than tk
100.

Q7. My profession:

Valid

a. Student
b. Business
Executive
c.
Professional
e.
Unemployed
Total

Frequency
40

Valid
Percent Percent
80.0
80.0

Cumulative
Percent
80.0

4.0

4.0

84.0

4.0

4.0

88.0

12.0

12.0

100.0

50

100.0

100.0

According to the frequency table, 80% respondents are student, 4% business executives, 4%
professional and 12% unemployed.

18

Q8. I have been motivated to smoke by:

Valid

a. Observing
TV
or
billboard
cigarette
advertisement
s
b. Observing
attitude
of
friends who
are smokers
c. Undergoing
stress
d. Just for the
sake of it
Total

Frequency

Percent

Valid
Percent

Cumulative
Percent

4.0

4.0

4.0

18

36.0

36.0

40.0

4.0

4.0

44.0

28

56.0

56.0

100.0

50

100.0

100.0

According to the frequency table, 4% respondents are motivated to smoke by Observing TV


or billboard cigarette advertisements, 36% motivated by Observing attitude of friends, 4% by
undergoing stress, and 56% motivated for just the shake of it

Q9. I am informed of latest brands through:

Valid

a.
Advertise
ments
b. Retail
Outlets
c. Word of
mouth
d. Mails
from
manufactu
rer
Total

Frequency

Valid
Percent Percent

Cumulative
Percent

20

40.0

40.0

40.0

16.0

16.0

56.0

20

40.0

40.0

96.0

4.0

4.0

100.0

50

100.0

100.0

According to the frequency table, 40% respondents are informed of latest brand through
advertisements, 16% through retail outlets, 40% through word of mouth, and only 4%
through mails from manufactures.

19

Q10. I am aware of the tobacco control law that has banned cigarette advertisements:

Valid

Frequency
a. Yes 44
b. No 6
Total 50

Percent
88.0
12.0
100.0

Valid
Percent
88.0
12.0
100.0

Cumulative
Percent
88.0
100.0

According to the frequency table, 88% respondents are aware about the tobacco control law
and rest 12% respondents are not aware.
Q11. I am well aware of my preferred brand's and others' advertising and promotional
activities:

Valid

Frequency
34
10

a. Yes
b. No
c.
Least
6
Bothered
Total
50

Percent
68.0
20.0

Valid
Percent
68.0
20.0

Cumulative
Percent
68.0
88.0

12.0

12.0

100.0

100.0

100.0

According to frequency table, 68% respondents are well aware of promotional activities of
their preferred brand, 20% are not aware, and the rest 12% people are least bothered.
Q12. Advertising and promotional activities have changed after the ban. I am aware of
so:

Valid

Frequency
a. Yes 40
b. No 10
Total 50

Percent
80.0
20.0
100.0

Valid
Percent
80.0
20.0
100.0

Cumulative
Percent
80.0
100.0

According to the frequency table, 80% respondents are aware about the change of
promotional activities after the ban and the rest 20% are not aware.

20

Q13. Has the varied advertising and promotional activities caused a changed in my
consumption pattern and attitude towards cigarettes:

Valid

Frequency
18
26

a. Yes
b. No
c.
Least
6
Bothered
Total
50

Percent
36.0
52.0

Valid
Percent
36.0
52.0

Cumulative
Percent
36.0
88.0

12.0

12.0

100.0

100.0

100.0

According to the frequency table, 36% respondents has changed their consumption pattern
due to the varied promotional activities, 52% respondents has not changed and the rest 12%
respondents are least bothered.

Cross tabulation:
The following section brings in an elaborate chi-square analysis. Both null and alternative
hypothesis has been constructed, null hypothesis holding the statement that there is no
association between the considered variables and alternative hypothesis holding the statement
that there is association between the considered dependent and independent variable.
Following are the dependent and independent variables that I have taken to make crosstabulations with a combination of one dependent and one independent variable at a time.
Independent Variables

Gender

agegrp (Age group)

profesn (Profession)

Dependent Variables

smoke (smoke)

smkqntt (Smoking Quantity)

prefbrnd (Preferred brand)

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avgexp (Average Expenditure)

motiv (Motivation)

infobrnd (Information about brand)

infolaw (Inforamtion about Tobacco control law)

infopromo (Information about promotional efforts)

infoban (Information about imposing of ban)

conpat (Consumption pattern)

For conducting the cross-tabulation analysis, a confidence interval is assumed to be 95


percent and therefore the significance level is 5 percent.

agegrp -smkqntt (Question 2 & 4)

Chi-Square Tests
Value

df

Asymp. Sig. (2-sided)

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association

29.143(a)
19.848

6
6

.000
.003

12.359

.000

N of Valid Cases

48

Value

Asymp.
Std.
Error(a)

Symmetric Measures

Nominal
by
Nominal
Interval
by
Interval
Ordinal
by
Ordinal
N of Valid Cases

Approx.
T(b)

Approx.
Sig.

Phi
Cramer's V

.779
.551

.000
.000

Pearson's R

.513

.133

4.051

.000(c)

Spearman
Correlation

.447

.135

3.389

.001(c)

48

Pearson Chi-Square is .000, which is less than the significance level (.05). Cramers V is .
551, which implies that the association is strong.
22

Smkqntt-prefbrnd (question 4&5)

Chi-Square Tests
Value
Pearson
Chi27.947(a)
Square
Likelihood Ratio
17.160
Linear-by-Linear
2.849
Association
N of Valid Cases

df

Asymp. Sig. (2sided)

.001

.046

.091

48

Symmetric Measures

Nominal
by
Nominal
Interval
by
Interval
Ordinal
by
Ordinal
N of Valid Cases

Asymp.
Std.
Error(a)

Approx.
T(b)

Approx.
Sig.
.001
.001

.246

.133

1.723

.092(c)

.295

.129

2.095

.042(c)

Value
.763
.441

Phi
Cramer's V
Pearson's R
Spearman
Correlation

48

Pearson Chi-Square is .001, which is less than the significance level (.05). Cramers V is .
441, which implies that the association is moderate.

Infoban-conpat(question 12&13)

Chi-Square Tests
Value
Pearson
Chi10.684(a)
Square
Likelihood Ratio
11.208
Linear-by-Linear
9.095
Association
N of Valid Cases

df

Asymp. Sig.
(2-sided)

.005

.004

.003

50

23

Symmetric Measures
Value
Nominal
by
Nominal
Interval
by
Interval
Ordinal
by
Ordinal
N of Valid Cases

Asymp.
Std.
Error(a)

Approx.
T(b)

Approx.
Sig.

Phi
Cramer's V

.462
.462

.005
.005

Pearson's R

-.431

.101

-3.307

.002(c)

Spearman
Correlation

-.446

.109

-3.454

.001(c)

50

Pearson Chi-Square is .005, which is less than the significance level (.05). Cramers V is .
462, which implies that the association is moderate.

Infolaw-conpat(question 10&13)

Chi-Square Tests
Value

df

PearsonChi-Square
Likelihood Ratio
Linear-by-Linear
Association

12.121(a)
13.778

2
2

Asymp. Sig.
(2-sided)
.002
.001

9.137

.003

N of Valid Cases

50

Symmetric Measures
Value
Nominal
by
Nominal
Interval
by
Interval
Ordinal
by
Ordinal
N of Valid Cases

Asymp.
Std.
Error(a)

Approx.
T(b)

Approx.
Sig.

Phi
Cramer's V

.492
.492

.002
.002

Pearson's R

-.432

.083

-3.317

.002(c)

Spearman
Correlation

-.455

.087

-3.536

.001(c)

50

24

Pearson Chi-Square is .002, which is less than the significance level (.05). Cramers V is .
492, which implies that the association is moderate to each other.

Infopromo-conpat(question 11&13)

Chi-Square Tests
Value

df

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association

9.700(a)
12.030

4
4

Asymp.
Sig.
(2sided)
.046
.017

.156

.693

N of Valid Cases

50

Symmetric Measures
Asymp.
Std.
Error(a)

Value
Nominal
by
Nominal
Interval
by
Interval
Ordinal
by
Ordinal
N of Valid Cases

Approx.
T(b)

Approx.
Sig.

Phi
Cramer's V

.440
.311

.046
.046

Pearson's R

.056

.179

.392

.697(c)

Spearman
Correlation

.059

.168

.410

.683(c)

50

Pearson Chi-Square is .046, which is less than the significance level (.05). Cramers V is .
311, which implies that the association is moderately lower.

Agegrp-avgexp(question 2&6)

Chi-Square Tests
Value

df

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association

13.826(a)
11.613

6
6

Asymp. Sig.
(2-sided)
.032
.071

2.962

.085

N of Valid Cases

50

25

Symmetric Measures
Value
Nominal
by
Nominal
Interval
by
Interval
Ordinal
by
Ordinal
N of Valid Cases

Asymp.
Std.
Error(a)

Approx.
T(b)

Approx.
Sig.

Phi
Cramer's V

.526
.372

.032
.032

Pearson's R

-.246

.157

-1.757

.085(c)

Spearman
Correlation

-.203

.154

-1.435

.158(c)

50

Pearson Chi-Square is .032, which is less than the significance level (.05). Cramers V is .
372, which implies that the association is moderately lower.

Agegrp-infobrnd(question 2&9)

Chi-Square Tests
Value

df

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association

28.409(a)
18.324

6
6

Asymp. Sig. (2sided)


.000
.005

10.670

.001

N of Valid Cases

50

Symmetric Measures
Value
Nominal
by
Nominal
Interval
by
Interval
Ordinal
by
Ordinal
N of Valid Cases

Asymp.
Std.
Error(a)

Approx.
T(b)

Approx.
Sig.

Phi
Cramer's V

.754
.533

.000
.000

Pearson's R

.467

.090

3.655

.001(c)

Spearman
Correlation

.451

.089

3.498

.001(c)

50

26

Pearson Chi-Square is .000, which is less than the significance level (.05). Cramers V is .
533, which implies that the association is moderately stronger.

Q2. I belong to the age group of: * Q4. I smoke Cross tabulation
Count
Q4. I smoke

Q2. I belong
to the age
group of:
Total

a. 15-20
b. 20-25

a. 3-4 sticks
a day
0
6

b. More than
10 sticks a
day
2
30

c. More than a
pack each day
0
6

d. I am a chain
smoker
0
0

Total
2
42

c. 25-30

32

48

Q4. I smoke * Q5. My most preferred cigarette brand is: Cross tabulation
Count

Q4. I smoke

Total

Q5. My most preferred cigarette brand is:


a.
Benson a.
Benson
and Hedges and Hedges
(Regular)
(Lights)
b. Gold Leaf

d. Pallmall

Total

26

32

c. More than a
pack each day

d. I am a chain
smoker

38

48

a. 3-4 sticks a
day
b. More than 10
sticks a day

27

Q12. Advertising and promotional activities have changed after the ban. I am aware of
so:* Q13. Has the varied advertising and promotional activities caused a change in my
consumption pattern and attitude towards cigarettes: Cross tabulation
Count
Q13. Has the varied advertising and
promotinal activities caused achanged
in my consumption pattern and
attitude towards cigarettes:

Q12.
advertising and
promotional
activities have
changed after
the ban. I am
aware of so:
Total

a. Yes

a. Yes

b. No

c.
Least
Bothered

Total

10

24

40

10

18

26

50

b. No

Q10. I am aware of the tobacco control law that has banned cigarette advertisements: *
Q13. Has the varied advertising and promotional activities caused a change in my
consumption pattern and attitude towards cigarettes: Cross tabulation
Count
Q13. Has the varied advertising and
promotional activities caused a
change in my consumption pattern
and attitude towards cigarettes:

Q10.
I
am
aware of the
tobacco control
law that has
banned
cigarette
advertisements:
Total

a. Yes

a. Yes

b. No

c.
Least
Bothered

Total

12

26

44

18

26

50

b. No

28

Q11. I am well aware of my preferred brands and others' advertising and promotional
activities: * Q13. Has the varied advertising and promotional activities caused a change
in my consumption pattern and attitude towards cigarettes: Cross tabulation
Count
Q13. Has the varied advertising and
promotional activities caused a
change in my consumption pattern
and attitude towards cigarettes:

Q11. I am well aware


of my preferred brand's
and others' advertising
and
promotional
activities:
Total

a. Yes

b. No

c.
Least
Bothered

Total

a. Yes

12

20

34

b. No

10

18

26

50

c. Least Bothered

Q2. I belong to the age group of: * Q6. My average expenditure on cigarettes daily is:
Cross tabulation
Count

Q2. I belong
to the age
group of:

a. 15-20
b. 20-25

Q6. My average expenditure on cigarettes daily is:


a. Less than
c. Tk. 50- d.
Tk.100
Tk. 10
b. Tk. 10-tk.30 Tk.100
and above
0
0
2
0
2
20
20
2

Total
2
44

c. 25-30

20

24

50

Total

Q2. I belong to the age group of: * Q9. I am informed of latest brands through: Cross
tabulation
Count

Q2. I belong
to the age
group of:
Total

a. 15-20
b. 20-25

Q9. I am informed of latest brands through:


a.
Advertise
b.
Retail c. Word of d. Mails from
ments
Outlets
mouth
manufacturer
2
0
0
0
18
8
18
0

Total
2
44

c. 25-30

20

20

50

29

Statistical Inferences
From the results of the cross-tabulations, we have reached the following inferences:
1. A strong relationship lies between agegrp -smkqntt that implies that, the respondent
of 20-25 age groups are more likely to purchase more than 10 sticks a day. Thus, the
post-ban advertising and promotional strategies is focusing more on the university
students and young executives.
2. A moderate relationship lies in between Smkqntt-prefbrnd that indicates that people
who smoke more than 10 sticks are likely to prefer the Benson and Hedges (regular).
Thus, people demand for B & H is stuck to their preferences even after the ban of
cigarette advertising.
3. A moderate association occurs in between Infoban-conpat which refers that the
people are aware about post ban advertising and promotional activities of the cigarette
but even though they are more likely to stick with their brand. Thus there is a higher
probability that the sales will follow to its original trend.
4. A moderate connection happens in between Infolaw-conpat that indicate that the
consumer are less likely to change their consumption pattern after being aware about
the law of the government towards the cigarette. Hence, this will more likely to
sustain the cost of the promotional and advertising expenses.
5. A moderate lower relationship associated in between Infopromo-conpat, which will
provide some assurance that people are less likely to change their consumption pattern
and they are more likely to have the awareness about their preferred brand. Thus the
expenses are less likely to increase in Bats promotion and advertisement.
6. A moderately lower relationship lies in between Agegrp-avgexp that indicates that
the people ages of 20- 25 are more likely to spend Tk10-Tk100. This provides that the
BAT is more likely to target towards the university students and young executives
segment of BATBs target audience.

30

7.

A moderate stronger relationship lies in between Agegrp-infobrnd and this indicate


that the people age of 20-25 are more likely to increase their awareness through word
of mouth. This word of mouth will more likely to continue BAT with its prevailing
cost.

The whole analysis implies that the post-ban advertising and promotional strategies is
targeted towards the university students and young executives segment of BATBs target
audience, but the reformed advertising and promotional strategies is unlikely the reason for
increase in marketing cost, which is therefore also not the reason why price of Benson and
Hedges cigarette rose.

31

Conclusion
Interview findings and data analysis have helped us develop a conclusion for the research.
The ban may have restricted advertising and promotional activities of BATB, but it surely has
not changed consumers willingness to smoke. There has not been a change in consumption
pattern due to the brand; in fact smoking among the ASU30 crowd is only increasing with
time. Those who smoke are least affected by such changes, and decrease in marketing efforts
cannot decrease smoking but an increase in marketing activities can increase smoking of the
target consumers. BATBs concentration has always been in luring university students to their
brands.
Also, it was incorrect to assume that marketing costs had increased after the ban has been
imposed. It was actually an increase in distribution costs that could have been the reason to
why the price of Benson and Hedges cigarette rose, however, more information will be
required to be able to conclude so.

32

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